Apple to Keep iPhone 18 Pro Base Prices Unchanged as Memory Costs Soar, Analyst Says

Key facts

• Analyst Jeff Pu predicts Apple will use 'aggressive pricing' for iPhone 18 Pro and Pro Max.
• Base models expected to start at $1,099 for Pro and $1,199 for Pro Max, same as last year.
• Higher storage tiers may see price increases to protect margins.
• Rising memory costs due to AI demand have led to price hikes on many Android smartphones.
• Apple aims to keep entry-level prices unchanged.
• Apple's move could help it gain market share from Android, as seen in early 2025.
• iPhone 18 Pro Max will feature a smaller Dynamic Island, reduced by about one-third.
• New color options include Obsidian Black, dark purple, light blue, and silver.

Defying Industry Trends with Aggressive Pricing

As memory costs surge amid AI-driven demand, squeezing supply chains and forcing Android manufacturers to raise prices, Apple is charting a different course. Analyst Jeff Pu, in a research note seen by 9to5Mac, predicts that Apple will employ an 'aggressive pricing strategy' for the upcoming iPhone 18 Pro and Pro Max. This approach would keep base model prices flat at $1,099 and $1,199 respectively, matching last year's launch prices. Such a strategy aligns with earlier forecasts from analyst Ming-Chi Kuo, who indicated Apple's intention to hold the line on entry-level pricing. By absorbing some cost pressures and potentially increasing prices only on higher storage tiers, Apple aims to maintain margins while offering consumers a stable entry point. This calculated move could help Apple capture market share from Android, a trend already observed in the early months of the year.

Design Overhaul: Smaller Dynamic Island and New Colors

The iPhone 18 Pro Max is set to receive a significant design refresh, starting with a streamlined Dynamic Island. Leaks indicate the cutout will be reduced by approximately one-third, offering users more usable screen space for videos, browsing, and notifications. This refinement underscores Apple's commitment to minimizing intrusions while maintaining functionality. Apple is also introducing a refreshed color palette, bringing back the classic Obsidian Black alongside new shades: dark purple, light blue, and silver. The frosted ceramic glass back, which combines durability with a premium, translucent finish, will be available across these options. The material not only enhances grip but also resists daily wear and tear, balancing aesthetics with practicality.

Display and Performance Upgrades

The iPhone 18 Pro Max will debut an LTPO Plus display, offering enhanced brightness, improved energy efficiency, and adaptive refresh rates for smoother scrolling and responsive touch. This technology dynamically adjusts refresh rates to conserve power, extending battery life during everyday use. Whether streaming high-definition content or gaming, users can expect sharper visuals and a more immersive experience. Under the hood, the device is expected to feature the A20 Pro chip, promising next-level performance. While specific benchmarks remain under wraps, the chip is anticipated to deliver significant gains in processing power and efficiency, supporting advanced AI tasks and demanding applications. These upgrades position the iPhone 18 Pro Max as a powerhouse for both productivity and entertainment.

Market Context: Android Squeeze and Apple's Opportunity

The broader smartphone market is grappling with soaring memory costs, driven by AI demand and supply constraints. Analysts predict the Android market may shrink overall this year, as some budget smartphones are discontinued due to cost pressures. In contrast, Apple's decision to hold base prices steady could prove strategic. By offering consistent pricing on its most accessible Pro models, Apple may attract consumers who might otherwise consider Android flagships. This tactic has already shown results: early 2025 data indicates Apple gaining market share from Android. The iPhone 18 Pro lineup, with its aggressive pricing and enhanced features, could accelerate this trend, particularly in price-sensitive markets like Singapore.

What Comes Next: Launch Timeline and Ultra Model

Apple is expected to unveil the iPhone 18 Pro, Pro Max, and the new iPhone Ultra this fall. While the Ultra model will likely command a premium price, the Pro models are positioned to appeal to a broader audience. The company's pricing strategy for higher storage tiers remains unclear, but analysts suggest increases may be applied to offset margin pressures. As the launch approaches, further leaks and official announcements will clarify the full specifications and pricing details. For now, the combination of design refinements, display upgrades, and strategic pricing suggests Apple is doubling down on its flagship lineup to fend off competition and capture growth in a challenging market.

The bottom line

• Apple plans to keep iPhone 18 Pro and Pro Max base prices at $1,099 and $1,199, unchanged from last year.
• Higher storage tiers may see price increases to protect margins amid rising memory costs.
• The iPhone 18 Pro Max features a smaller Dynamic Island, new colors including Obsidian Black, and a frosted ceramic glass back.
• LTPO Plus display offers adaptive refresh rates for better efficiency and brightness.
• A20 Pro chip promises next-level performance for AI and demanding tasks.
• Apple's pricing strategy could help it gain market share from Android as Android manufacturers raise prices.